Haaland's World Cup run has driven 11M new Instagram followers, sold out Norway jerseys, and turned a hair tie collaboration into a resale market. Brands are taking note.
Alpha Score of 65 reflects moderate overall profile with strong momentum, moderate value, moderate quality. Based on 3 of 4 signals – score is capped at 90 until remaining data ingests.
Erling Haaland has added 11 million Instagram followers since Sunday, when his two goals knocked Brazil out of the World Cup. The attention is not just about football. The 25-year-old Norwegian striker posts his outfits regularly – $1,800 Loewe tracksuit jackets, black Chanel cashmere beanies that resell for over $1,200, and a rotation of rare Hermès bags. Fashion editors track his style. Norway's national jerseys sold out ahead of Saturday's England match, the Norwegian Football Association told the BBC, and now trade on StockX for over $400.
Brands are starting to see the commercial effect. Kknekki, an Oslo-based hair tie brand, launched a limited-edition collection with Haaland timed to the World Cup. The collection sold out within weeks, a spokesperson for Bon Dep, the parent company, said. Haaland had worn Kknekki hair ties for years before becoming an investor in Bon Dep in 2024. The size of his stake has not been disclosed.
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